How to Develop a Data-Driven Content Strategy


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How do you make your content strategy data-driven? How can you make content metrics measurable?

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How to Develop a Data-Driven Content Strategy

  1. 1. How to Develop a Data-Driven Content Strategy STEPHANIE CHANG
  2. 2. STEPHANIE CHANG Consultant, Distilled @stephpchang
  3. 3. “In the future, content marketing will become more strategic. We‟ll start front-loading the planning with extensive customer research to make informed decisions and not making content as marketers and calling it „content marketing‟.” Adria Saracino, Head of Outreach at Distilled@stephpchang Stephanie Chang
  4. 4. Make Your ContentMetrics Measurable
  5. 5. Content Funnel Awareness Trigger Search Consideration Buy Stay Where does this content sit on the conversion funnel?@stephpchang Stephanie Chang
  6. 6. Content Metrics Consumption Sharing Metrics Metrics Lead Generation Sales Metrics Metrics What metrics do we want associated with this piece of content?
  7. 7. Content Funnel + Metrics Awareness Consumption Metrics Trigger Share Metrics SearchLead Generation Consideration Metrics Buy Sales Metrics StayConsolidation of Content with Different Metrics Based on Where It Sits in the Funnel
  8. 8. Rate Your Content 1 Grade: 2 Grade: 3 Grade: 4 Grade: 5 Grade: Easy to Informative Credible Useful Unique UnderstandRate content with a grade of 1-5. Where does most or your content sit on this scale?
  9. 9. Pull Data to See How theContent Has Historically Performed
  10. 10. Analytics + SEO Metrics Traffic LRDs PageViews PA Avg Time on Site MozRank Entrances/Exits Conversions Bounce RateCreates a benchmark – how has previous content performed in comparison to new content?
  11. 11. Get Customer Data fromSurveys and Interviews
  12. 12. Conduct a Customer Research SurveyResults: 917 responses or approximately 50% of customer email list
  13. 13. Phone Interviews with Existing Customers Results: 251 out of 917 voluntarily opted in
  14. 14. Who to Interview Be sure to interview individuals from all parts of thespectrum (admin  CEOs, unhappy happy customers)
  15. 15. Use this Data to Determine the Type of Content That Will Be Produced
  16. 16. Determine personas Then decide what type of content you want toproduce to target those personas. Test and iterate.
  17. 17. Thanks.Any questions? STEPHANIE CHANG @stephpchang
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